Coming on the heels of one of its top marketers declaring that the “30-second spot is over,” McDonald’s has dropped its first national FSI campaign since last November in support of its new salad line.
The campaign hit April 27 via Valassis with a 58 million circulation. Offers include $1 off any Happy Meal or Mighty Kids Meal with the purchase of an entrée salad, or free bottled water or medium drink with purchase of entrée salad.
Localized offers are also available, ranging from buy-one-get one-free deals to free products and discounted food items, according to Ubong Ituen, Director-McDonald’s Menu Management. The coupons expire May 17.
Bill Lamar Jr., McDonald’s senior VP-U.S. marketing, created a stir when he said at the 85th AAAA conference on April 10 that that the company would shift its marketing strategy from spending hundreds of millions on mostly TV marketing to include more digital media.
“First you had Bill Lamar coming out of the AAAA’s conference saying that the company is moving away from the 30-second spot and toward promotion,” said Wallace Marx Jr., director of operations at Marx Promotion Intelligence/TNS Media Intelligence, which tracks FSI distribution. “Doing an FSI is one of the quickest ways to do that.”
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